Evaluation is an important part of any PR campaign and is a measure to gauge whether all your objectives have been achieved. The most obvious evaluation tool in PR is the amount of press coverage generated but this can be broken down again to assess how successful or influential the coverage is. Which publications picked up your story? Did it reach your intended audiences? Where your key messages used? Was it a positive article? Was it featured in the online edition etc? There are other ways evaluation can also be measured such as movements on the stock market, increase or decrease in sales, an increased awareness or interest among audiences and the increased level of understanding or awareness or even an attitude change among your audiences.
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